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From digital attribution to econometrics, there are multiple ways to measure marketing effectiveness. But marketers must ensure they are not just measuring what is easy and never forget the importance of creativity.

Too many marketers are using ROI as a key measure of success. In this new video, in association with Thinkbox, we speak to marketing effectiveness experts on the limitations of ROI and why brands need to think about total marketing effectiveness.

Proving the effectiveness of marketing spend is moving up the agenda but exactly how to do that is still a sticking point. Last-click attribution and short-term metrics are often easier to analyse but risk “picking the fruit without watering the plant” and ignoring the long-term impacts.

In the third in our video series, created in partnership with Thinkbox, we speak to those outside the marketing world about marketing’s challenge in the boardroom, gaining the trust of the CEO and the view of effectiveness beyond marketing.

In the second in our video series, created in partnership with Thinkbox, we speak to marketers, as well as those outside the industry about why evidence matters in marketing effectiveness, where to find the best learnings and why over-datafication is a challenge.

In this new video series, created in partnership with Thinkbox, we speak to marketers from Diageo, Direct Line and Barclaycard about how they create a culture of marketing effectiveness, the role of specialist units and driving collaboration across the business.

The former CEO of the second-largest advertiser in the world is calling on brands to move on from taking the easy route and short-term focuses to consider how diversity can boost businesses in the long-term.

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